SEO
SEO Strategy
Beyond rankings — building discoverability that compounds over time.
SEO has evolved from keyword mechanics into experience engineering.
It’s no longer about gaming algorithms — it’s about earning trust, creating relevance, and designing content that speaks fluently to both humans and machines.
Over my career, I’ve built SEO programs that outlast algorithm changes and outgrow traditional playbooks — connecting technical discipline, brand storytelling, and data-driven adaptability.
How I’ve Led SEO Transformation
Audit and Prioritize
I start by grounding strategy in facts, not folklore — assessing site health, structure, and content depth against real opportunity.
At Shane Co., that meant recovering from a major algorithm penalty during the Penguin era — rebuilding trust with Google through disciplined cleanup, new content architecture, and consistent technical integrity.
Integrate SEO with the Customer Journey
SEO only works when it mirrors how customers actually think.
I’ve shifted teams from “ranking for keywords” to “answering intent” — aligning site content, navigation, and on-page storytelling with the real paths customers take to discovery and purchase.
Enhance Technical SEO
Technical excellence is invisible when done right.
I’ve collaborated closely with developers to solve crawl and speed issues, implement structured data, and optimize for Core Web Vitals — treating technical SEO as part of product performance, not an afterthought.
Develop Content That Converts
I view SEO content as a sales and service layer — it must attract and persuade.
Working with cross-functional teams, I’ve built content ecosystems that balance relevance with conversion, ensuring that organic visitors don’t just land — they act.
Measure and Evolve in the Age of AI
Search is shifting from query-based to answer-based, driven by generative AI and multimodal discovery.
I’ve begun reframing SEO strategies into AEO (Answer Engine Optimization) models — structuring content for context, authority, and entity recognition so it performs across search, chat, and AI-powered surfaces.
It’s no longer about what page ranks — it’s about whether your brand is trusted to answer.
My Approach, in Context
I treat SEO as both a technical system and a trust system — one that connects customer curiosity to business value.
The landscape may change — from SERPs to AI summaries — but the principle remains the same: relevance wins, clarity converts, and credibility compounds.